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Detail Article

Jurnal Ners

ISSN 1858-3598

Vol. 3 / No. 1 / Published : 2008-04

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Original Article :

Strategi pemasaran peningkatan bed occupancy rate (bor)(marketing strategy to increase bed occupancy rate)

Author :

  1. Purwaningsih*1
  2. Esti Yunitasari*2

Abstract :

Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service) in formulating marketing strategy to increased Bed Occupancy Rate of Obstetric Gynecology Ward 2. Method: The population are health care personnel including midwife, midwife associate, administrator and also client or consumer. The variable were product, price, place, promotion, people, process and provision of customer service. Data were collected by using structured questionnaire. Result: The result showed that product (type of services, infrastructure and facility), relative price, comfortable and safe place, targeted promotion, trained human resources, standard process and provision of customer service are an important aspect to implement strategy marketing to increase Bed Occupancy Rate. Analysis: The result of this study has enlightened the importance of strategy marketing in health care services based on seven principle of marketing mix. Discussion: Implementation of marketing mix in obstetric gynecology ward 2 need to be considered.

Keyword :

strategy marketing, BOR, Marketing Mix,


References :



       


    Archive Article

    Cover Media Content

    Volume : 3 / No. : 1 / Pub. : 2008-04
    1. Strategi Pemasaran Peningkatan Bed Occupancy Rate (bor)(marketing Strategy To Increase Bed Occupancy Rate)
    2. Manfaat Dukungan Sosial Keluarga Pada Perilaku Antisipasi Tanda Bahaya Kehamilan Pada Ibu Primigravida(the Beneficience Of Family Social Support Toward Anticipatory Behaviour Of Pregnancies Sign’s Alert In Primigravida)
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